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By MINDA ZETLIN

What do Steve Jobs, Walt Disney, and Donald Trump have in common, besides the fact that they were, or are, incredibly rich and successful? They all used their vibrant personalities to create incredibly successful companies – companies whose customers have been just as attracted to the man behind the brand as they were to the products themselves.

And yet, these men did not always have typically lovable or admirable personalities. Jobs, famously difficult to get along with, was actually put on the nightshift at Atari, supposedly due to disgusting personal hygiene.

Disney was often accused of anti-Semitism, and acted as an Federal Bureau of Investigation informant during the McCarthy era. And Trump … well, don’t get me started.

Whoever you are, you’re probably at least as appealing as these men, and we live in an age that loves offbeat characters.

So why not let your unique personality and life story become part of your business image and use your own story to connect with customers and the public?

2) Interview others

“Ask your best customers why they do business with you. Now, incorporate their answers into your business’s story.”

You should always believe the good things people tell you about your business and communicate that same message to prospective customers.

3) Review your story often

Paprocki suggests doing this every week. Your story will change over time as new insights, and input from others help you sharpen your vision of your business personality.

Update your story to keep it fresh and compelling.

4) Do what comes naturally

When it comes to letting your personality shine, you shouldn’t have to step too far out of your comfort zone.

It’s smart to do what will make you feel most at home and relaxed.

“Attend a gala only if you’re comfortable in a tuxedo or evening gown,” Paprocki says.

“If sport is important to you and your clients, host a match viewing somewhere. If you’re more comfortable at local gatherings of a club or society, then attend those meetings on a regular basis.”

Wherever you go, work the crowd and make sure to have fun.

She says: “Potential customers will sense your ease and be drawn to your warmth in whatever setting works for you.”

5) Choose your social comfort zone

Follow a similar approach to social media, Paprocki advises.

“Use Facebook, if that’s the medium that makes the most sense to you because friends and family gather there often,” she says.

“Blog on LinkedIn if you have advice that others can use. Tweet if you’re at the forefront of your industry and paving a pathway that others will follow.

“Use Instagram if you have a visual business.

“There’s no need to have an engaging presence on all social media but, in today’s world, it’s important to choose a social network that you engage with at least a few times each week.”

All of this will be much easier if you’re happy to be there.

6) Stay focused

Building a personal or business brand is a matter of consistency, so focus is important, according to Paprocki.

“Review your business story and grow one brand at a time,” she says.

“If you’re a restaurateur, don’t splinter yourself by developing six semi-successful restaurant brands. Focus on your main business brand until it is significantly successful before you consider a new direction.”

7) Don’t be bashful

If you’re anything like me, you were trained at a young age not to brag or call too much attention to yourself. Try to forget that training.

“Successful business owners must talk about themselves,” Paprocki says.

“If you don’t, no one will believe how much passion you have for your business. If you’ve won an award, call the local newspaper editor.

“Do you have an area of expertise that can benefit the local news? Write an email introducing yourself to local editors and television-station news producers. Let them know you’re available for interviews and seasonal ideas.”

8) Show your appreciation

“Find excuses to give a shout-out to others, whether it’s a local letter to the editor or a post on Facebook, a personal thank-you note or a dozen roses,” Paprocki says.

“Take a moment to let your inner gratitude show through when a friend, a co-worker, or a client does something nice for you.”

Being known as someone who is thankful and thoughtful is a great way to boost your personal brand. Plus, it’s a great way to be.

9) Celebrate your own uniqueness

You got where you are because of who you are. Never forget that, and let whatever makes you you, shine through.

“Different is good,” Paprocki says.

“No matter where you are and what you are doing, revel in your own uniqueness. Don’t try to be like everyone else.”

Minda Zetlin is a business technology writer and speaker, co-author of The Geek Gap, and former president of the American Society of Journalists and Authors. To connect with Minda, email editor@leaderonomics.com

By SASHE KANAPATHI
My career progressed through many different disciplines, from programming to software development, automation engineering and project management. Above all that, what really defined my success was transferable skills, not the technical ones.